Burt's Bees is raising awareness of the worrisome diminishing honeybee population with a campaign that encourages people to lose the letter "B" from their social media posts -- and the Clorox-owned brand has dropped the "B"s from its name to make the point.
The brand has pledged to plant 1000 wildflower seeds for each Twitter or Instagram post dropping the letter "b" and using the hashtag #BringBackTheBees, and for each purchase of one of three limited-edition lip balms branded "urt's ees." The goal is to plant one billion wildflowers. Actress Lea Michele is helping to spread the word in this video -- in which she speaks entirely without the use of the letter b. The creative agency on the campaign is Baldwin&, and media is through AKQA.